Monday 5 April 2010 14.00 EDT
First published on Monday 5 April 2010 14.00 EDT

Labour

Lord Mandelson, director of election strategy One of the three architects of New Labour, Mandelson will provide the broad strategic direction for the election campaign. It will be a more harmonious affair than in 1997, when Mandelson and Gordon Brown clashed at the height of their feud.

Douglas Alexander, general election co-ordinator One of Brown's oldest allies, Alexander is back at the heart of the operation after a bumpy period. Relations between the pair became tense after Alexander was blamed for pushing for an early election in the autumn of 2007.

David Muir, director of political strategy A former marketing communications executive at Ogilvy, Muir has been pushing hard for Brown to speak up for the struggling middle classes.

Justin Forsyth, director of strategic communications A former Oxfam campaigner who was one of the few members of Tony Blair's staff to transfer to Brown, Forsyth has promoted the prime minister on platforms such as YouTube and Twitter.

Ed Miliband, manifesto co-ordinator The climate change secretary, who was tasked with drafting the manifesto when Brown became prime minister in 2007, is balancing the challenge of producing radical ideas while acknowledging that drastic public spending cuts will have to be introduced.

Ed Balls, schools secretary Brown's closest ally and one of the more politically aggressive members of the cabinet, his speciality is in drawing up dividing lines with the Tories.

Alicia Kennedy, Labour's deputy general secretary and key seats co-ordinator Charged with ensuring that Labour voters turn out in marginal constituencies, Kennedy is making use of the "Contact Creator", a database of voters that allows Labour to tailor emails.

Lord Gould, focus group adviser A veteran of the Blair years, Gould will provide crucial advice on voters' fears and hopes from focus groups. He believes the party that embraces optimism and the future will win.

Pat McFadden, business minister Blair's former political secretary, who left Downing Street to become an MP in 2005, will work closely under Mandelson.

Iain Bundred, Gordon Brown's political spokesman The youngest member of the inner circle, Bundred, 27, will be at Brown's side throughout the campaign.

Conservatives

George Osborne, campaign director Osborne, who rescued David Cameron's leadership bid in 2005, is highly regarded for his sharp political antennae. Last week he announced the party's key pledge: the part-reversal of next year's planned increase in national insurance.

Steve Hilton, director of strategy A veteran of the 2005 leadership contest, Hilton is in charge of longer-term thinking in the campaign. He is the brains behind the Tories' "Big Society" mission to cut the role of the state and give grassroots activists a greater role in delivering public services.

Andy Coulson, director of communications The former editor of the News of the World will be in charge of day-to-day operations at Tory HQ. Coulson is sharing an office with Hilton as the two men scotch rumours they have fallen out.

Michael Gove, shadow schools secretary Another veteran of the 2005 leadership, Gove is helping to shape the campaign strategy and is lending a hand to Cameron's speechwriters.

Stephen Gilbert, head of field campaigns A veteran of the 1992 campaign, Gilbert will be in overall charge of the "ground war" in the key marginal seats. Gilbert is a close ally of the millionaire Tory deputy chairman, Lord Ashcroft.

George Bridges, deputy to George Osborne Bridges was drafted back to Tory HQ in the new year for the duration of the election campaign. "George stitches the bits together," one source said.

James O'Shaughnessy, director of policy The brains behind the Tory general election manifesto, O'Shaughnessy is a DJ in his spare time.

Rupert Harrison, chief of staff to George Osborne The urbane former Institute for Fiscal Studies economist will be in charge of drawing up dossiers attacking Labour – or responding to its attacks.

Ed Llewellyn, chief of staff to David Cameron Llewellyn's central role is illustrated by the seat he occupies just outside the glass-fronted office at Tory HQ where Cameron will be based when he is not on the road.

Gabby Bertin, press secretary Bertin, who will be at Cameron's side throughout the campaign, has become an indispensable part of his inner circle.

Liberal Democrats

Vince Cable, deputy leader and Treasury spokesman King Vince cemented his already central position with his assured performance on Channel 4's Ask the Chancellors debate. Cable will be at Clegg's side at the daily 7.30am press conferences and will attend the prep meeting beforehand at 7am.

Danny Alexander, chief of staff to Nick Clegg Alexander will take part in the key meetings by phone because he will spend most of the campaign defending his marginal Highlands seat. He chaired the manifesto group.

John Sharkey, chair of the general election campaign The former managing director of Saatchi and Saatchi will chair the daily senior staff meeting at 6am. Sharkey says the Lib Dems are "more than capable of pricking [the Tories'] arrogant bubble".

Chris Fox, Lib Dem chief executive The former director of corporate relations at Tate and Lyle has modernised the internal workings of the party at its Cowley Street HQ.

Jonny Oates, director of general election communications Oates rejoined the Lib Dems last year from Bell Pottinger. He made his name as election agent to a series of winning Lib Dem MPs.

Hilary Stephenson, director of campaigns Stephenson is in charge of the ground war in the 100 seats being targeted by the Lib Dems. She is the key figure in deciding where the party's tight financial resources are directed.

Andrew Stunell, MP for Hazel Grove and deputy chair of the campaign A former Lib Dem chief whip, Stunell is described as an old-school campaigner who will complement new-school Sharkey.

Alison Suttie, deputy chief of staff Suttie is the only senior figure who transferred from the office of Sir Menzies Campbell to Clegg. Suttie is in charge of all the logistics for Clegg.

Polly Mackenzie, chief speechwriter and head of policy Mackenzie worked closely with Alexander on the manifesto and is known for the "incredible size of her brain", according to one colleague.